Brandwave

Lo & Sons vs Tory Burch:Which is more popular?

In September 2026, Tory Burch had more branded searches than Lo & Sons among tote bag brands worldwide. Tory Burch had about 18,100 branded searches, while Lo & Sons had 9,900. Tory Burch made up 1.4% of all tote bag brand searches we track, and Lo & Sons accounted for 0.77%. When we asked ChatGPT and Google AI Overviews about tote bag brands, Tory Burch appeared in one of the five answers and Lo & Sons in none.

Among tote bag brands worldwide in September 2026

Who do people search for more?

Tory Burch, about 83% more searches than Lo & Sons

Tory Burch 18.1K searchesLo & Sons 9.9K searches

Who does AI mention more?

Tory Burch, mentioned in 1 of 5 answers, Lo & Sons in 0

Tory Burch in 1 of 5Lo & Sons in 0 of 5

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Top tote bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tory Burch was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Lo & Sons did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. L.L.Bean1st
  2. Longchamp2nd
  3. Baggu3rd
  4. Marc Jacobs4th
  5. Cuyana5th
  6. Kate Spade6th
  7. Tory Burch7th
  8. Dagne Dover8th
  9. Goyard9th
  10. +2 more
  11. Lo & Sons–
  12. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Baggu3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Marc Jacobs3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • L.L.Bean3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cuyana3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Longchamp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dagne Dover2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Goyard1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tory Burch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kate Spade1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lo & Sons0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about tote bag brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.

Is Lo & Sons or Tory Burch more popular in search?

This chart shows how often people search Google for Lo & Sons and Tory Burch by name. Each line represents a brand's share of searches for all 13 tote bag brands we track, month by month, from English-language searches worldwide.

Lo & Sons and Tory Burch among tote bag brands worldwide, by month

Share of searches by month for Tory Burch, Lo & Sons. The figures are in the table below the chart.

View monthly share of searches table
MonthBagguLongchampCoachMarc JacobsGoyardL.L.BeanTory BurchKate SpadeLululemonLo & SonsMichael KorsCuyanaDagne Dover
Oct 202523.4%16.3%15.6%22.7%8.6%4.7%3.8%1.2%0.94%0.77%0.63%0.94%0.51%
Nov 202527.7%18%12.4%19.7%10.2%5.6%1.4%1.4%1.1%1.1%0.75%0.5%0.27%
Dec 202523.4%18.5%15.6%21.4%8.6%4.7%1.7%1.1%1.1%0.94%0.77%1.1%0.94%
Jan 202628.2%18.3%15.4%18.3%8.4%4.6%1.7%1.1%1.4%0.93%0.76%0.51%0.41%
Feb 202632.2%17.1%14.5%17.1%7.9%4.3%1.6%1.1%1.3%1.1%1.1%0.47%0.25%
Mar 202633.4%14.5%14.9%17.7%8.2%5.5%1.3%1.1%1.1%0.9%0.6%0.49%0.22%
Apr 202629.5%15.7%13.2%18.1%8.8%8.8%1.5%1.2%0.97%0.97%0.65%0.43%0.23%
May 202631.4%13.6%11.5%19.2%9.4%9.4%1.3%1.3%0.84%0.84%0.56%0.46%0.25%
Jun 202628.9%15.3%12.9%17.7%10.6%8.6%1.4%1.2%1.2%0.78%0.64%0.52%0.23%
Jul 202627.3%15.5%18.2%13.7%10%10%1.3%0.9%1.1%0.73%0.6%0.49%0.18%
Aug 202629.3%18.9%19.6%12%8.8%5.9%1.4%0.96%1.2%0.64%0.64%0.53%0.19%
Sep 202628.5%18.5%15.5%14.3%10.4%7%1.4%1.1%1.1%0.77%0.63%0.51%0.19%

Tory Burch sells other things too, so only its searches that name this product count here, like “tory burch tote”.

How has the Lo & Sons and Tory Burch comparison changed over the last 12 months?

3 findings
  • Tory Burch was ahead of Lo & Sons in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Lo & Sons’ share of searches among tote bag brands worldwide held steady at 0.77%, and its estimated monthly branded searches held steady at 9.9K.
  • Across the 12 months ending September 2026, Tory Burch’s share of searches among tote bag brands worldwide moved from 3.8% to 1.4%, and its estimated monthly branded searches moved from 49.5K to 18.1K.

How did search popularity change for tote bag brands worldwide in September 2026?

1 change

  1. Estimated monthly branded searches for Tory Burch worldwide fell 63.4% over 12 measured months, from 49.5K to 18.1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Lo & Sons’ and Tory Burch’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Lo & Sons

1 branded search term

  • lo and sons

Tory Burch

1 branded search term

  • tory burch tote

How the Brand Demand Index is measured

Other head-to-heads among tote bag brands

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